Assessing Innovations from the Market Point of View

  • Hubert Gatignon
  • David Gotteland
  • Christophe Haon

Abstract

In the previous chapter, we discussed the nature of innovation and its characteristics from the technological point of view. Now we consider the perspective of the market, and especially how the innovation is perceived by its customers. Several theories that have been developed around the notion of the perceptions of an innovation by consumers can be useful to analyze innovations from the market point of view. These perceptions can then explain behavior, especially adoption. In particular, three different behavioral models have been compared: the theory of reasoned action (TRA) (Fishbein and Ajzen 1975, Ajzen and Fishbein 1980), innovation diffusion theory (IDT; Rogers 1962), and the technology adoption model (TAM; Davis 1989). Davis, Bagozzi and Warshaw (1989) compare the TAM and TRA models conceptually and empirically. The most general model that applies to any behavior is the TRA, which has received much attention in the marketing literature over the last four decades. Behavioral intentions and consequently behaviors toward an object are the result of attitudes toward this object and of subjective norms. The attitude component is itself made up of the composite of beliefs about the consequences of performing the behavior. These beliefs are weighted according to the evaluation (good-bad) of these consequences.

Keywords

Corn Microwave Depression Chrome Europe 

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Copyright information

© Hubert Gatignon, David Gotteland and Christophe Haon 2016

Authors and Affiliations

  • Hubert Gatignon
    • 1
  • David Gotteland
    • 2
  • Christophe Haon
    • 2
  1. 1.INSEADSorbonne UniversitésFrance
  2. 2.Grenoble Ecole de ManagementFrance

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